W9124D-16-R-0046-0005_Army_Ad_Amendment.pdf

CODE

(Hour)

PAGE(S)

until local time

X

A X B X C

D

EX

X G F 127 - 135

136 - 153 X H 154 - 163

RATING PAGE OF PAGES

7. ISSUED BY

(Date)

IMPORTANT - Award will be made on this Form, or on Standard Form 26, or by other authorized official written notice.

Previous Edition is Unusable 33-134 STANDARD FORM 33 (REV. 9-97)

Prescribed by GSA FAR (48 CFR) 53.214(c)

1 163

(If other than Item 7)

15A. NAME 16. NAME AND TITLE OF PERSON AUTHORIZED TO

AND

ADDRESS

SIGN OFFER (Type or print)

OF

OFFEROR

AMENDMENT NO. DATE

15B. TELEPHONE NO (Include area code) 17. SIGNATURE15C. CHECK IF REMITTANCE ADDRESS

IS DIFFERENT FROM ABOVE - ENTER

SUCH ADDRESS IN SCHEDULE.

18. OFFER DATE

1. THIS CONTRACT IS A RATED ORDER

UNDER DPAS (15 CFR 700)

2. CONTRACT NO.

W9124D 8. ADDRESS OFFER TO

See Item 7

9. Sealed offers in original and copies for furnishing the supplies or services in the Schedule will be received at the place specified in Item 8, or if handcarried, in the depository located in

CAUTION - LATE Submissions, Modifications, and Withdrawals: See Section L, Provision No. 52.214-7 or 52.215-1. All offers are subject to all terms and conditions contained in this solicitation.

10. FOR INFORMATION

CALL:

A. NAME (NO COLLECT CALLS)

11. TABLE OF CONTENTS

SOLICITATION/ CONTRACT FORM

SUPPLIES OR SERVICES AND PRICES/ COSTS

1 - 3 4 - 52

X I CONTRACT CLAUSES

DESCRIPTION/ SPECS./ WORK STATEMENT X

PACKAGING AND MARKING

53 - 85 J LIST OF ATTACHMENTS

INSPECTION AND ACCEPTANCE

DELIVERIES OR PERFORMANCE

86 - 88 89 - 95

X K

REPRESENTATIONS, CERTIFICATIONS AND

OTHER STATEMENTS OF OFFERORS

CONTRACT ADMINISTRATION DATA 96 - 97 X

SPECIAL CONTRACT REQUIREMENTS

OFFER (Must be fully completed by offeror) 98 - 106 X M

L INSTRS., CONDS., AND NOTICES TO OFFERORS

EVALUATION FACTORS FOR AWARD

NOTE: Item 12 does not apply if the solicitation includes the provisions at 52.214-16, Minimum Bid Acceptance Period.

is inserted by the offeror) from the date for receipt of offers specified above, to furnish any or all items upon which prices are offered at the price set opposite each item, delivered at the designated point(s), within the time specified in the schedule.

13. DISCOUNT FOR PROMPT PAYMENT

(See Section I, Clause No. 52.232-8)

14. ACKNOWLEDGMENT OF AMENDMENTS

(The offeror acknowledges receipt of amendments

AMENDMENT NO. DATE

to the SOLICITATION for offerors and related documents numbered and dated):

FACILITY

12. In compliance with the above, the undersigned agrees, if this offer is accepted within calendar days (60 calendar days unless a different period

SOLICITATION, OFFER AND AWARD

X

(X) SEC. DESCRIPTION (X) SEC. DESCRIPTION PAGE(S)

PART I - THE SCHEDULE

26. NAME OF CONTRACTING OFFICER (Type or print) 27. UNITED STATES OF AMERICA 28. AWARD DATE

EMAIL:TEL: (Signature of Contracting Officer)

CODE CODE

B. TELEPHONE (Include area code) C. E-MAIL ADDRESS

AWARD (To be completed by Government)

19. ACCEPTED AS TO ITEMS NUMBERED 20. AMOUNT 21. ACCOUNTING AND APPROPRIATION

22. AUTHORITY FOR USING OTHER THAN FULL AND OPEN COMPETITION:

10 U.S.C. 2304(c)( ) 41 U.S.C. 253(c)( ) (4 copies unless otherwise specified)

23. SUBMIT INVOICES TO ADDRESS SHOWN IN ITEM

24. ADMINISTERED BY (If other than Item 7) CODE 25. PAYMENT WILL BE MADE BY CODE

PART IV - REPRESENTATIONS AND INSTRUCTIONS

PART III - LIST OF DOCUMENTS, EXHIBITS AND OTHER ATTACHMENTS

107 - 125

PART II - CONTRACT CLAUSES

MISSION AND INSTALLATION CONTRACTING CMD

MICC FORT KNOX

BLDG 1109B STE 373

199 6TH AVE

FORT KNOX KY 40121-5720

502-624-2153

FAX:

TEL:

FAX:

TEL:

NOTE: In sealed bid solicitations "offer" and "offeror" mean "bid" and "bidder".

SOLICITATION

6. REQUISITION/PURCHASE NO.5. DATE ISSUED

03 Jan 2017

4. TYPE OF SOLICITATION

SEALED BID (IFB)

NEGOTIATED (RFP)

[ X ]

3. SOLICITATION NO.

W9124D-16-R-0046

Section A - Solicitation/Contract Form

NOTES

1. This hereby provides notification of the unrestricted procurement of US Army Marketing and Advertising Services.

2. The applicable North American Industrial Classification System (NAICS) code is 541810, Advertising Agencies with a size standard of $15 million.

3. To be eligible for award, Offerors shall submit proposals in accordance with Section L Proposal Instructions and the Performance Work Statement (PWS).

4. Reference Standard Form (SF) 33, Block 12, the minimum proposal acceptance period is 300 days from the date of receipt.

5. The Government will provide a minimum of thirty (30) days’ notice to the Offerors prior to holding Phase II Oral Presentations as referenced in Section M of this Solicitation.

6. Read and comply with instructions at Section L of this Solicitation for all due dates.

7. For historical and program information, please go to URL: www.armymarketingcontract.com.

GENERAL PROVISIONS

U.S. ARMY MARKETING AND ADVERTISING PROGRAM

B1. Contract Line Item Number (CLIN) structure will be determined and shown at the Task Order level.

B2. This is an Indefinite Delivery/Indefinite Quantity (ID/IQ) contract utilizing Firm-Fixed-Price (FFP), Cost-Plus- Award-Fee(CPAF), Cost-Plus-Fixed-Fee (CPFF) and Cost Reimbursement (COST) type Task Orders in accordance with the Federal Acquisition Regulation (FAR) Part 16. Total dollars placed against all Task Orders to be issued under the Base Ordering Period and all exercised Optional Ordering Periods shall not exceed the $4 Billion Program Ceiling.

B3. The master ID/IQ contract has a guaranteed minimum of $25,000 for the Base Ordering Period only. There are no guaranteed minimums applicable to the Optional Ordering Periods.

B4. The Army utilizes the Lead Agency Model for its Marketing and Advertising Program.

Section B - Supplies or Services and Prices

ITEM NO SUPPLIES/SERVICES MAX

QUANTITY

UNIT UNIT PRICE MAX AMOUNT

0001 UNDEFINED Job Phase-In

CPFF

This CLIN covers the performance of phase-in activities. The maximum quantity is to accommodate the number of months of phase-in for this ordering period.

Base Ordering Period: 30 MAR 18 – 29 MAR 23

FOB: Destination

MAX COST

FIXED FEE

TOTAL MAX COST + FEE

UNIT UNIT PRICE MAX AMOUNT

0002 60 Months Core Operations

FFP

This CLIN includes work associated with PWS Paragraph 5.2, Core Operations, and includes but is not limited to: Account management, briefings to Army leadership, fiscal, legal, and operational management, and the Development of the AMP. The Max Quantity shown is to accommodate the number of months within this base ordering period.

MAX

NET AMT

UNIT UNIT PRICE MAX AMOUNT

0003 UNDEFINED Job Direct Response

CPAF

This CLIN includes direct response tasks associated with the PWS paragraph 5.3 and includes but is not limited to: Marketing communications activities (Direct Mail, Direct Email, etc.) that are designed to provide information and solicit a response from the target audience.

BASE FEE

SUBTOTAL MAX COST + BASE

MAX AWARD FEE

UNIT UNIT PRICE MAX AMOUNT

0004 UNDEFINED Job Direct Response

CPFF

This CLIN includes direct response tasks associated with the PWS paragraph 5.3 and includes but is not limited to: Marketing communications activities (Direct Mail, Direct Email, etc.) that are designed to provide information and solicit a response from the target audience.

UNIT UNIT PRICE MAX AMOUNT

0005 UNDEFINED Job Local Support

CPAF

This CLIN includes providing local support tasks associated with the PWS paragraph 5.4 and includes but is not limited to supporting the local marketing effort through field marketing personnel. The maximum quantity is only to accommodate the number of months within this base ordering period.

UNIT UNIT PRICE MAX AMOUNT

0006 UNDEFINED Job Local Support

CPFF

This CLIN includes providing local support tasks associated with the PWS paragraph 5.4 and includes but is not limited to supporting the local marketing effort through field marketing personnel.

UNIT UNIT PRICE MAX AMOUNT

0007 UNDEFINED Job Creative Development

CPAF

This CLIN includes all tasks and deliverables associated with creative development as outlined in PWS paragraph 5.5. This includes but is not limited to: the development of messaging (verbal as well as visual) that communicate and deliver a defined message to an identified audience.

UNIT UNIT PRICE MAX AMOUNT

0008 UNDEFINED Job Creative Development

CPFF

This CLIN includes all tasks and deliverables associated with creative development as outlined in PWS paragraph 5.5. This includes but is not limited to: the development of messaging (verbal as well as visual) that communicate and deliver a defined message to an identified audience.

UNIT UNIT PRICE MAX AMOUNT

0009 UNDEFINED Job Production

CPAF

This CLIN includes all tasks and deliverables associated with production in accordance with PWS paragraph 5.6. It includes, but is not limited to: the development of the approved creative concepts for viewing on TV, listening on radio, or viewing in magazines, billboards, posters, banners, etc.

UNIT UNIT PRICE MAX AMOUNT

0010 UNDEFINED Job Production

CPFF

This CLIN includes all tasks and deliverables associated with production in accordance with PWS paragraph 5.6. It includes, but is not limited to: the development of the approved creative concepts for viewing on TV, listening on radio, or viewing in magazines, billboards, posters, banners, etc.

UNIT UNIT PRICE MAX AMOUNT

0011 UNDEFINED Job Events/Sponsorships

CPAF

This CLIN includes all tasks and deliverables associated with approved events as outlined in PWS paragraph 5.7. This CLIN involves the marketing discipline that engages consumers in person with an experience to help shape their perceptions of a brand and activates demand on the part of the consumer.

UNIT UNIT PRICE MAX AMOUNT

0012 UNDEFINED Job Event/Sponsorships

CPFF

This CLIN includes all tasks and deliverables associated with approved events as outlined in PWS paragraph 5.7. This CLIN involves the marketing discipline that engages consumers in person with an experience to help shape their perceptions of a brand and activates demand on the part of the consumer.

UNIT UNIT PRICE MAX AMOUNT

0013 UNDEFINED Job PR/Social Media

CPAF

This CLIN includes all tasks and deliverables associated with PR and Social Media as outlined in PWS paragraph 5.8. Specifically it includes but is not limited to elements such as Op-Ed pieces that present an opportunity.

UNIT UNIT PRICE MAX AMOUNT

0014 UNDEFINED Job PR/Social Media

CPFF

This CLIN includes all tasks and deliverables associated with PR and Social Media as outlined in PWS paragraph 5.8. Specifically it includes but is not limited to elements such as Op-Ed pieces that present an opportunity.

UNIT UNIT PRICE MAX AMOUNT

0015 UNDEFINED Job Research

CPAF

This CLIN includes all tasks and deliverables associated with qualitative and quantitative research as outlined in PWS paragraph 5.9.

Qualitative Research involves insights from observations, interviews, or verbal interactions to gain in-depth understanding of a participant’s perceptions, attitudes and behaviors, investigating the why and how of decision making.

Quantitative Research involves large sampling research that provides data driven insights for informed decision making and the where and when of decision making.

UNIT UNIT PRICE MAX AMOUNT

0016 UNDEFINED Job Research

CPFF

This CLIN includes all tasks and deliverables associated with qualitative and quantitative research as outlined in PWS paragraph 5.9.

Qualitative Research involves insights from observations, interviews, or verbal interactions to gain in-depth understanding of a participant’s perceptions, attitudes and behaviors, investigating the why and how of decision making.

Quantitative Research involves large sampling research that provides data driven insights for informed decision making and the where and when of decision making.

UNIT UNIT PRICE MAX AMOUNT

0017 UNDEFINED Job Digital

CPAF

This CLIN includes the tasks and deliverables associated with Web/Mobile/Internet/Gaming and those activities that involve the use of the World Wide Web to communicate the Army’s message, increase awareness and lead generation as outlined in PWS paragraph 5.10.

UNIT UNIT PRICE MAX AMOUNT

0018 UNDEFINED Job Digital

CPFF

This CLIN includes the tasks and deliverables associated with Web/Mobile/Internet/Gaming and those activities that involve the use of the World Wide Web to communicate the Army’s message, increase awareness and lead generation as outlined in PWS paragraph 5.10.

UNIT UNIT PRICE MAX AMOUNT

0019 UNDEFINED Job Initiatives

CPAF

This CLIN includes tasks and deliverables associated with Initiatives as outlined in PWS paragraph 5.11. This includes innovative programs that are piloted/tested to determine their feasibility to provide incremental improvement to the recruiting process, or programs that assist in the Army in communicating to the target audiences that help in building brand equity, and leading to increased lead quality.

UNIT UNIT PRICE MAX AMOUNT

0020 UNDEFINED Job Initiatives

CPFF

This CLIN includes tasks and deliverables associated with Initiatives as outlined in PWS paragraph 5.11. This includes innovative programs that are piloted/tested to determine their feasibility to provide incremental improvement to the recruiting process, or programs that assist in the Army in communicating to the target audiences that help in building brand equity, and leading to increased lead quality.

UNIT UNIT PRICE MAX AMOUNT

0021 UNDEFINED Job Media Planning and Buying Labor

CPAF

This CLIN includes the labor costs associated with the tasks outlined in PWS paragraph 5.12.

UNIT UNIT PRICE MAX AMOUNT

0022 UNDEFINED Job Media Planning and Buying Labor

CPFF

This CLIN includes the labor costs associated with the tasks outlined in PWS paragraph 5.12.

UNIT UNIT PRICE MAX AMOUNT

0023 UNDEFINED Job National and Local Media

COST

This CLIN includes the direct costs associated with National and Local Media procurements in accordance with the PWS and its associated deliverables as outlined in PWS paragraph 5.12. This CLIN applies to the Total Army.

UNIT UNIT PRICE MAX AMOUNT

0024 UNDEFINED Job Other Army Account Operations

COST

This CLIN includes the costs associated with PWS paragraph 5.2.15 and 5.13.

UNIT UNIT PRICE MAX AMOUNT

0025 60 Months Call Center/Leads Operations

FFP

This CLIN includes all of the labor associated with the tasks outlined in PWS paragraph 5.14.

UNIT UNIT PRICE MAX AMOUNT

0026 UNDEFINED Job USAR Communications

CPAF

This CLIN includes the costs associated with Communications support for the Army Reserve. (USAR funded expenditure on program) as described in PWS paragraph 5.15.

UNIT UNIT PRICE MAX AMOUNT

0027 UNDEFINED Job USAR Communications

CPFF

This CLIN includes the costs associated with Communications support for the Army Reserve. (USAR funded expenditure on program) as described in PWS paragraph 5.15.

UNIT UNIT PRICE MAX AMOUNT

0028 5 Each Contractor Manpower Reporting

FFP

As described in PWS paragraph 5.18, the contractor shall report ALL contractor labor hours (including subcontractor labor hours) required for performance of services provided under this contract for the US Army via a secure data collection site. The Contractor is required to completely fill in all required data fields using the following web address: http://www.ecmra.mil.

Reporting inputs for the labor executed during the period of performance during each Government fiscal year (FY), which runs 01 OCT through 30 SEP. While inputs may be reported any time during the FY, all data shall be reported no later than October 31 of each calendar year beginning with 2018. Contractors may direct questions to the help desk at: http://www.ecmra.mil. The maximum quantity show is only to accommodate the reports generated during this ordering period.

UNIT UNIT PRICE MAX AMOUNT

0029 UNDEFINED Job Award Fee

COST

The award fee task order shall be issued once per year. The Award Fee Pool per year is $2 Million. This award fee is the fee paid for all CPAF CLINs.

UNIT UNIT PRICE MAX AMOUNT

0030 UNDEFINED Job Property Labor

CPFF

This CLIN includes tasks and deliverables associated with the management and maintenance of Government Furnished Property/Equipment. The Government has over 3000 items (est.) of Government Furnished Property and Contractor Acquired Property on hand.

UNIT UNIT PRICE MAX AMOUNT

0031 UNDEFINED Job Property & Maintenance

COST

This CLIN includes tasks and deliverables, excluding labor, associated with the management and maintenance of Government Furnished Property/Equipment.

The Government has over 3000 items (est.) of Government Furnished Property and Contract Acquired Property on hand. This CLIN includes the cost of storing the Government Furnished Property for use in future projects or until it is no longer needed and should be turned in to DRMO as outlined in PWS Part 3.

UNIT UNIT PRICE MAX AMOUNT

0032 UNDEFINED Each Contractor Acquired Property

COST

This CLIN includes the costs of procuring approved contractor acquired property (CAP). In accordance with PGI 245.402-70, title vests in the Government for all property acquired through this contract. Upon delivery and acceptance by the Government, and when retained by the contractor for use under a contract, the delivered CAP items become GFP and shall be added to the contract GFP attachment (see PGI 245.103-72).

UNIT UNIT PRICE MAX AMOUNT

0033 UNDEFINED Job Phase-Out

CPFF

This CLIN includes the costs associated with contractor phase-out.

ITEM NO SUPPLIES/SERVICES QUANTITY UNIT UNIT PRICE AMOUNT

1001 36 Months OPTION Core Operations

FFP

This CLIN includes work associated with PWS Paragraph 5.2, Core Operations, and includes but is not limited to: Account management, briefings to Army leadership, fiscal, legal, and operational management, and the Development of the AMP. The Max Quantity shown is to accommodate the number of months within this ordering period.

Award Term 1: 30 MAR 23 – 29 MAR 26

UNIT UNIT PRICE MAX AMOUNT

1002 UNDEFINED Job OPTION Direct Response

CPAF

This CLIN includes direct response tasks associated with the PWS paragraph 5.3 and includes but is not limited to: Marketing communications activities (Direct Mail, Direct Email, etc.) that are designed to provide information and solicit a response from the target audience.

UNIT UNIT PRICE MAX AMOUNT

1003 UNDEFINED Job OPTION Direct Response

CPFF

This CLIN includes direct response tasks associated with the PWS paragraph 5.3 and includes but is not limited to: Marketing communications activities (Direct Mail, Direct Email, etc.) that are designed to provide information and solicit a response from the target audience.

UNIT UNIT PRICE MAX AMOUNT

1004 UNDEFINED Job OPTION Local Support

CPAF

This CLIN includes providing local support tasks associated with the PWS paragraph 5.4 and includes but is not limited to supporting the local marketing effort through field marketing personnel. The maximum quantity is only to accommodate the number of months within this ordering period.

UNIT UNIT PRICE MAX AMOUNT

1005 UNDEFINED Job OPTION Local Support

CPFF

This CLIN includes providing local support tasks associated with the PWS paragraph 5.4 and includes but is not limited to supporting the local marketing effort through field marketing personnel.

UNIT UNIT PRICE MAX AMOUNT

1006 UNDEFINED Job OPTION Creative Development

CPAF

This CLIN includes all tasks and deliverables associated with creative development as outlined in PWS paragraph 5.5. This includes but is not limited to: the development of messaging (verbal as well as visual) that communicate and deliver a defined message to an identified audience.

UNIT UNIT PRICE MAX AMOUNT

1007 UNDEFINED Job OPTION Creative Development

CPFF

This CLIN includes all tasks and deliverables associated with creative development as outlined in PWS paragraph 5.5. This includes but is not limited to: the development of messaging (verbal as well as visual) that communicate and deliver a defined message to an identified audience.

UNIT UNIT PRICE MAX AMOUNT

1008 UNDEFINED Job OPTION Production

CPAF

This CLIN includes all tasks and deliverables associated with production in accordance with PWS paragraph 5.6. It includes, but is not limited to: the development of the approved creative concepts for viewing on TV, listening on radio, or viewing in magazines, billboards, posters, banners, etc.

UNIT UNIT PRICE MAX AMOUNT

1009 UNDEFINED Job OPTION Production

CPFF

This CLIN includes all tasks and deliverables associated with production in accordance with PWS paragraph 5.6. It includes, but is not limited to: the development of the approved creative concepts for viewing on TV, listening on radio, or viewing in magazines, billboards, posters, banners, etc.

UNIT UNIT PRICE MAX AMOUNT

1010 UNDEFINED Job OPTION Events/Sponsorships

CPAF

This CLIN includes all tasks and deliverables associated with approved events as outlined in PWS paragraph 5.7. This CLIN involves the marketing discipline that engages consumers in person with an experience to help shape their perceptions of a brand and activates demand on the part of the consumer.

UNIT UNIT PRICE MAX AMOUNT

1011 UNDEFINED Job OPTION Event/Sponsorships

CPFF

This CLIN includes all tasks and deliverables associated with approved events as outlined in PWS paragraph 5.7. This CLIN involves the marketing discipline that engages consumers in person with an experience to help shape their perceptions of a brand and activates demand on the part of the consumer.

UNIT UNIT PRICE MAX AMOUNT

1012 UNDEFINED Job OPTION PR/Social Media

CPAF

This CLIN includes all tasks and deliverables associated with PR and Social Media as outlined in PWS paragraph 5.8. Specifically it includes but is not limited to elements such as Op-Ed pieces that present an opportunity.

UNIT UNIT PRICE MAX AMOUNT

1013 UNDEFINED Job OPTION PR/Social Media

CPFF

This CLIN includes all tasks and deliverables associated with PR and Social Media as outlined in PWS paragraph 5.8. Specifically it includes but is not limited to elements such as Op-Ed pieces that present an opportunity.

UNIT UNIT PRICE MAX AMOUNT

1014 UNDEFINED Job OPTION Research

CPAF

This CLIN includes all tasks and deliverables associated with qualitative and quantitative research as outlined in PWS paragraph 5.9.

Qualitative Research involves insights from observations, interviews, or verbal interactions to gain in-depth understanding of a participant’s perceptions, attitudes and behaviors, investigating the why and how of decision making.

Quantitative Research involves large sampling research that provides data driven insights for informed decision making and the where and when of decision making.

UNIT UNIT PRICE MAX AMOUNT

1015 UNDEFINED Job OPTION Research

CPFF

This CLIN includes all tasks and deliverables associated with qualitative and quantitative research as outlined in PWS paragraph 5.9.

Qualitative Research involves insights from observations, interviews, or verbal interactions to gain in-depth understanding of a participant’s perceptions, attitudes and behaviors, investigating the why and how of decision making.

Quantitative Research involves large sampling research that provides data driven insights for informed decision making and the where and when of decision making.

UNIT UNIT PRICE MAX AMOUNT

1016 UNDEFINED Job OPTION Digital

CPAF

This CLIN includes the tasks and deliverables associated with Web/Mobile/Internet/Gaming and those activities that involve the use of the World Wide Web to communicate the Army’s message, increase awareness and lead generation as outlined in PWS paragraph 5.10.

UNIT UNIT PRICE MAX AMOUNT

1017 UNDEFINED Job OPTION Digital

CPFF

This CLIN includes the tasks and deliverables associated with Web/Mobile/Internet/Gaming and those activities that involve the use of the World Wide Web to communicate the Army’s message, increase awareness and lead generation as outlined in PWS paragraph 5.10.

UNIT UNIT PRICE MAX AMOUNT

1018 UNDEFINED Job OPTION Initiatives

CPAF

This CLIN includes tasks and deliverables associated with Initiatives as outlined in PWS paragraph 5.11. This includes innovative programs that are piloted/tested to determine their feasibility to provide incremental improvement to the recruiting process, or programs that assist in the Army in communicating to the target audiences that help in building brand equity, and leading to increased lead quality.

UNIT UNIT PRICE MAX AMOUNT

1019 UNDEFINED Job OPTION Initiatives

CPFF

This CLIN includes tasks and deliverables associated with Initiatives as outlined in PWS paragraph 5.11. This includes innovative programs that are piloted/tested to determine their feasibility to provide incremental improvement to the recruiting process, or programs that assist in the Army in communicating to the target audiences that help in building brand equity, and leading to increased lead quality.

UNIT UNIT PRICE MAX AMOUNT

1020 UNDEFINED Job OPTION Media Planning and Buying Labor

CPAF

This CLIN includes the labor costs associated with the tasks outlined in PWS paragraph 5.12.

UNIT UNIT PRICE MAX AMOUNT

1021 UNDEFINED Job OPTION Media Planning and Buying Labor

CPFF

This CLIN includes the labor costs associated with the tasks outlined in PWS paragraph 5.12.

UNIT UNIT PRICE MAX AMOUNT

1022 UNDEFINED Job OPTION National and Local Media

COST

This CLIN includes the direct costs associated with National and Local Media procurements in accordance with the PWS and its associated deliverables as outlined in PWS paragraph 5.12. This CLIN applies to the Total Army.

UNIT UNIT PRICE MAX AMOUNT

1023 UNDEFINED Job OPTION Other Army Account Operations

COST

This CLIN includes the costs associated with PWS paragraph 5.2.15 and 5.13.

UNIT UNIT PRICE MAX AMOUNT

1024 36 Months OPTION Call Center/Leads Operations

FFP

This CLIN includes all of the labor associated with the tasks outlined in PWS paragraph 5.14.

Award Term 1: 30 MAR 23– 29 MAR 26

UNIT UNIT PRICE MAX AMOUNT

1025 UNDEFINED Job OPTION USAR Communications

CPAF

This CLIN includes the costs associated with Communications support for the Army Reserve. (USAR funded expenditure on program) as described in PWS paragraph 5.15.

UNIT UNIT PRICE MAX AMOUNT

1026 UNDEFINED Job OPTION USAR Communications

CPFF

This CLIN includes the costs associated with Communications support for the Army Reserve. (USAR funded expenditure on program) as described in PWS paragraph 5.15.

UNIT UNIT PRICE MAX AMOUNT

1027 3 Each OPTION Contractor Manpower Reporting

FFP

As described in PWS paragraph 5.18, the contractor shall report ALL contractor labor hours (including subcontractor labor hours) required for performance of services provided under this contract for the US Army via a secure data collection site. The Contractor is required to completely fill in all required data fields using the following web address: http://www.ecmra.mil.

Reporting inputs for the labor executed during the period of performance during each Government fiscal year (FY), which runs 01 OCT through 30 SEP. While inputs may be reported any time during the FY, all data shall be reported no later than October 31 of each calendar year beginning with 2018. Contractors may direct questions to the help desk at: http://www.ecmra.mil. The maximum quantity show is only to accommodate the reports generated during this ordering period.

Base Ordering Period: 30 MAR 23 – 29 MAR 26

UNIT UNIT PRICE MAX AMOUNT

1028 UNDEFINED Job OPTION Award Fee

COST

The award fee task order shall be issued once per year. The Award Fee Pool per year is $2 Million. This award fee is the fee paid for all CPAF CLINs.

UNIT UNIT PRICE MAX AMOUNT

1029 UNDEFINED Job OPTION Property Labor

CPFF

This CLIN includes tasks and deliverables associated with the management and maintenance of Government Furnished Property/Equipment. The Government has over 3000 items (est.) of Government Furnished Property and Contractor Acquired Property on hand.

UNIT UNIT PRICE MAX AMOUNT

1030 UNDEFINED Job OPTION Property & Maintenance

COST

This CLIN includes tasks and deliverables, excluding labor, associated with the management and maintenance of Government Furnished Property/Equipment.

The Government has over 3000 items (est.) of Government Furnished Property and Contract Acquired Property on hand. This CLIN includes the cost of storing the Government Furnished Property for use in future projects or until it is no longer needed and should be turned in to DRMO as outlined in PWS Part 3.

UNIT UNIT PRICE MAX AMOUNT

1031 UNDEFINED Each OPTION Contractor Acquired Property

COST

This CLIN includes the costs of procuring approved contractor acquired property (CAP). In accordance with PGI 245.402-70, title vests in the Government for all property acquired through this contract. Upon delivery and acceptance by the Government, and when retained by the contractor for use under a contract, the delivered CAP items become GFP and shall be added to the contract GFP attachment (see PGI 245.103-72).

UNIT UNIT PRICE MAX AMOUNT

1032 UNDEFINED Job OPTION Phase-Out

CPFF

This CLIN includes the costs associated with contractor phase-out.

ITEM NO SUPPLIES/SERVICES QUANTITY UNIT UNIT PRICE AMOUNT

2001 24 Months OPTION Core Operations

FFP

This CLIN includes work associated with PWS Paragraph 5.2, Core Operations, and includes but is not limited to: Account management, briefings to Army leadership, fiscal, legal, and operational management, and the Development of the AMP. The Max Quantity shown is to accommodate the number of months within this ordering period.

Award Term 2: 30 MAR 26 – 29 MAR 28

UNIT UNIT PRICE MAX AMOUNT

2002 UNDEFINED Job OPTION Direct Response

CPAF

This CLIN includes direct response tasks associated with the PWS paragraph 5.3 and includes but is not limited to: Marketing communications activities (Direct Mail, Direct Email, etc.) that are designed to provide information and solicit a response from the target audience.

UNIT UNIT PRICE MAX AMOUNT

2003 UNDEFINED Job OPTION Direct Response

CPFF

This CLIN includes direct response tasks associated with the PWS paragraph 5.3 and includes but is not limited to: Marketing communications activities (Direct Mail, Direct Email, etc.) that are designed to provide information and solicit a response from the target audience.

UNIT UNIT PRICE MAX AMOUNT

2004 UNDEFINED Job OPTION Local Support

CPAF

This CLIN includes providing local support tasks associated with the PWS paragraph 5.4 and includes but is not limited to supporting the local marketing effort through field marketing personnel. The maximum quantity is only to accommodate the number of months within this ordering period.

UNIT UNIT PRICE MAX AMOUNT

2005 UNDEFINED Job OPTION Local Support

CPFF

This CLIN includes providing local support tasks associated with the PWS paragraph 5.4 and includes but is not limited to supporting the local marketing effort through field marketing personnel.

UNIT UNIT PRICE MAX AMOUNT

2006 UNDEFINED Job OPTION Creative Development

CPAF

This CLIN includes all tasks and deliverables associated with creative. This includes but is not limited to: the development of messaging (verbal as well as visual) that communicate and deliver a defined message to an identified audience.

UNIT UNIT PRICE MAX AMOUNT

2007 UNDEFINED Job OPTION Creative Development

CPFF

This CLIN includes all tasks and deliverables associated with creative development as outlined in PWS paragraph 5.5. This includes but is not limited to: the development of messaging (verbal as well as visual) that communicate and deliver a defined message to an identified audience.

UNIT UNIT PRICE MAX AMOUNT

2008 UNDEFINED Job OPTION Production

CPAF

This CLIN includes all tasks and deliverables associated with production in accordance with PWS paragraph 5.6. It includes, but is not limited to: the development of the approved creative concepts for viewing on TV, listening on radio, or viewing in magazines, billboards, posters, banners, etc.

UNIT UNIT PRICE MAX AMOUNT

2009 UNDEFINED Job OPTION Production

CPFF

This CLIN includes all tasks and deliverables associated with production in accordance with PWS paragraph 5.6. It includes, but is not limited to: the development of the approved creative concepts for viewing on TV, listening on radio, or viewing in magazines, billboards, posters, banners, etc.

UNIT UNIT PRICE MAX AMOUNT

2010 UNDEFINED Job OPTION Events/Sponsorships

CPAF

This CLIN includes all tasks and deliverables associated with approved events as outlined in PWS paragraph 5.7. This CLIN involves the marketing discipline that engages consumers in person with an experience to help shape their perceptions of a brand and activates demand on the part of the consumer.

UNIT UNIT PRICE MAX AMOUNT

2011 UNDEFINED Job OPTION Event/Sponsorships

CPFF

This CLIN includes all tasks and deliverables associated with approved events as outlined in PWS paragraph 5.7. This CLIN involves the marketing discipline that engages consumers in person with an experience to help shape their perceptions of a brand and activates demand on the part of the consumer.

UNIT UNIT PRICE MAX AMOUNT

2012 UNDEFINED Job OPTION PR/Social Media

CPAF

This CLIN includes all tasks and deliverables associated with PR and Social Media as outlined in PWS paragraph 5.8. Specifically it includes but is not limited to elements such as Op-Ed pieces that present an opportunity.

UNIT UNIT PRICE MAX AMOUNT

2013 UNDEFINED Job OPTION PR/Social Media

CPFF

This CLIN includes all tasks and deliverables associated with PR and Social Media as outlined in PWS paragraph 5.8. Specifically it includes but is not limited to elements such as Op-Ed pieces that present an opportunity.

UNIT UNIT PRICE MAX AMOUNT

2014 UNDEFINED Job OPTION Research

CPAF

This CLIN includes all tasks and deliverables associated with qualitative and quantitative research as outlined in PWS paragraph 5.9.

Qualitative Research involves insights from observations, interviews, or verbal interactions to gain in-depth understanding of a participant’s perceptions, attitudes and behaviors, investigating the why and how of decision making.

Quantitative Research involves large sampling research that provides data driven insights for informed decision making and the where and when of decision making.

UNIT UNIT PRICE MAX AMOUNT

2015 UNDEFINED Job OPTION Research

CPFF

This CLIN includes all tasks and deliverables associated with qualitative and quantitative research as outlined in PWS paragraph 5.9.

Qualitative Research involves insights from observations, interviews, or verbal interactions to gain in-depth understanding of a participant’s perceptions, attitudes and behaviors, investigating the why and how of decision making.

Quantitative Research involves large sampling research that provides data driven insights for informed decision making and the where and when of decision making.

UNIT UNIT PRICE MAX AMOUNT

2016 UNDEFINED Job OPTION Digital

CPAF

This CLIN includes the tasks and deliverables associated with Web/Mobile/Internet/Gaming and those activities that involve the use of the World Wide Web to communicate the Army’s message, increase awareness and lead generation as outlined in PWS paragraph 5.10.

UNIT UNIT PRICE MAX AMOUNT

2017 UNDEFINED Job OPTION Digital

CPFF

This CLIN includes the tasks and deliverables associated with Web/Mobile/Internet/Gaming and those activities that involve the use of the World Wide Web to communicate the Army’s message, increase awareness and lead generation as outlined in PWS paragraph 5.10.

UNIT UNIT PRICE MAX AMOUNT

2018 UNDEFINED Job OPTION Initiatives

CPAF

This CLIN includes tasks and deliverables associated with Initiatives as outlined in PWS paragraph 5.11. This includes innovative programs that are piloted/tested to determine their feasibility to provide incremental improvement to the recruiting process, or programs that assist in the Army in communicating to the target audiences that help in building brand equity, and leading to increased lead quality.

UNIT UNIT PRICE MAX AMOUNT

2019 UNDEFINED Job OPTION Initiatives

CPFF

This CLIN includes tasks and deliverables associated with Initiatives as outlined in PWS paragraph 5.11. This includes innovative programs that are piloted/tested to determine their feasibility to provide incremental improvement to the recruiting process, or programs that assist in the Army in communicating to the target audiences that help in building brand equity, and leading to increased lead quality.

UNIT UNIT PRICE MAX AMOUNT

2020 UNDEFINED Job OPTION Media Planning and Buying Labor

CPAF

This CLIN includes the labor costs associated with the tasks outlined in PWS paragraph 5.12.

UNIT UNIT PRICE MAX AMOUNT

2021 UNDEFINED Job OPTION Media Planning and Buying Labor

CPFF

This CLIN includes the labor costs associated with the tasks outlined in PWS paragraph 5.12.

UNIT UNIT PRICE MAX AMOUNT

2022 UNDEFINED Job OPTION National and Local Media

COST

This CLIN includes the direct costs associated with National and Local Media procurements in accordance with the PWS and its associated deliverables as outlined in PWS paragraph 5.12. This CLIN applies to the Total Army..

UNIT UNIT PRICE MAX AMOUNT

2023 UNDEFINED Job OPTION Other Army Account Operations

COST

This CLIN includes the costs associated with PWS paragraph 5.2.15 and 5.13.

UNIT UNIT PRICE MAX AMOUNT

2024 24 Months OPTION Call Center/Leads Operations

FFP

This CLIN includes all of the labor associated with the tasks outlined in PWS paragraph 5.14.

Award Term 2: 30 MAR 26– 29 MAR 28

UNIT UNIT PRICE MAX AMOUNT

2025 UNDEFINED Job OPTION USAR Communications

CPAF

This CLIN includes the costs associated with Public Relations support for the Army Reserve. (USAR funded expenditure on program) as described in PWS paragraph 5.15.

UNIT UNIT PRICE MAX AMOUNT

2026 UNDEFINED Job OPTION USAR Communications

CPFF

This CLIN includes the costs associated with Communications support for the Army Reserve. (USAR funded expenditure on program) as described in PWS paragraph 5.15.

UNIT UNIT PRICE MAX AMOUNT

2027 2 Each OPTION Contractor Manpower Reporting

FFP

As described in PWS paragraph 5.18, the contractor shall report ALL contractor labor hours (including subcontractor labor hours) required for performance of services provided under this contract for the US Army via a secure data collection site. The Contractor is required to completely fill in all required data fields using the following web address: http://www.ecmra.mil.

Reporting inputs for the labor executed during the period of performance during each Government fiscal year (FY), which runs 01 OCT through 30 SEP. While inputs may be reported any time during the FY, all data shall be reported no later than October 31 of each calendar year beginning with 2018. Contractors may direct questions to the help desk at: http://www.ecmra.mil. The maximum quantity show is only to accommodate the reports generated during this ordering period.

UNIT UNIT PRICE MAX AMOUNT

2028 UNDEFINED Job OPTION Award Fee

COST

The award fee task order shall be issued once per year. The Award Fee Pool per year is $2 Million. This award fee is the fee paid for all CPAF CLINs.

UNIT UNIT PRICE MAX AMOUNT

2029 UNDEFINED Job OPTION Property Labor

CPFF

This CLIN includes tasks and deliverables associated with the management and maintenance of Government Furnished Property/Equipment. The Government has over 3000 items (est.) of Government Furnished Property and Contractor Acquired Property on hand.

UNIT UNIT PRICE MAX AMOUNT

2030 UNDEFINED Job OPTION Property & Maintenance

COST

This CLIN includes tasks and deliverables associated, excluding labor, with the management and maintenance of Government Furnished Property/Equipment.

The Government has over 3000 items (est.) of Government Furnished Property and Contract Acquired Property on hand. This CLIN includes the cost of storing the Government Furnished Property for use in future projects or until it is no longer needed and should be turned in to DRMO as outlined in PWS Part 3.

UNIT UNIT PRICE MAX AMOUNT

2031 UNDEFINED Each OPTION Contractor Acquired Property

COST

This CLIN includes the costs of procuring approved contractor acquired property (CAP). In accordance with PGI 245.402-70, title vests in the Government for all property acquired through this contract. Upon delivery and acceptance by the Government, and when retained by the contractor for use under a contract, the delivered CAP items become GFP and shall be added to the contract GFP attachment (see PGI 245.103-72).

UNIT UNIT PRICE MAX AMOUNT

2032 UNDEFINED Job OPTION Phase-Out

CPFF

This CLIN includes the costs associated with contractor phase-out.

Section C - Descriptions and Specifications

PERFORMANCE WORK STATEMENT

PART 1

GENERAL INFORMATION

1. General: The contractor shall plan and execute advertising, promotional, and publicity programs to support all personnel acquisition and retention programs of the Total United States Army. This effort includes but is not limited to:

Army Enlisted Army Enlisted Non-Prior Service Army Enlisted Prior Service Army Civilian Acquired Skills Army Officer (ROTC) In-service missions Special Missions:

Special Operations Forces AMEDD (Army Medical Department) Chaplains JAG (Judge Advocate Generals Corps) Band 09L (Interpreter/Translator) Technical Warrant Officer Officer Candidate School (external audience) Army Cyber and EOD Army Warrant Officers

Army Civilian Personnel Recruiting

The Government shall neither supervise contractor employees nor control the method by which the contractor performs the required tasks. Under no circumstances shall the Government assign tasks to, or prepare work schedules for, individual contractor employees. It shall be the responsibility of the contractor to manage its employees and to guard against any actions that are of the nature of personal services, or give the perception of personal services. If the contractor believes that any actions constitute, or are perceived to constitute personal services, it shall be the contractor's responsibility to notify the Procuring Contracting Officer (PCO) immediately.

1.1 Description of Services/Introduction: Under U.S. Code Title 10, the Secretary of the Army is responsible for and has the authority necessary to conduct all affairs of the Department of the Army, including the function of recruiting through the Assistant Secretary of the Army, Manpower and Reserve Affairs (ASA (M&RA)). In addition, the ASA (M&RA) has direct oversight over the execution of the Army’s recruiting, marketing and advertising program as executed by the Army Marketing and Research Group (AMRG) in support of the Total Army. The Army marketing and advertising program is directed toward the recruitment of qualified personnel to fill vacancies in both enlisted and officer programs across a wide range of missions, and recruitment of civilian employees. The number of personnel required for each mission can vary in response to factors such as past shortfalls in recruiting, the internal reenlistment rate and personnel ceilings established by Congress. Army marketing and advertising focuses its efforts around three core competencies to achieve its missions: Awareness;

Engagement/Lead Generation; and Activation/Recruiter Support. Each of these core competencies has a role in the execution of marketing campaigns focused on the various missions assigned to the recruiting force which include not only prospectsfor the Total Army and Army Civilian Service , but also highly targeted campaigns for certain professional audiences such as doctors, nurses, lawyers, clergy, musicians, etc. In addition, campaigns may be required for the influencer and ethnic markets.

The contractor shall provide all personnel, equipment, supplies, facilities, transportation, tools, materials, supervision, and other items and non-personal services necessary to perform this requirement as defined in this Performance Work Statement except for those items specified as government furnished property and services. The contractor shall perform to the standards in this contract.

1.2 Background: It is important to recognize that the population of available and qualified recruits has been declining for several years because of a lower number of physically fit and morally qualified prospects due to medical issues (such as asthma, obesity, drug problems) and legal issues, competition from colleges and other branches of the military, ongoing overseas contingency operations and an overall declining interest in military service. Therefore, it is more important than ever to employ the various marketing tools available to the Army to strengthen its brand image and to reach the target market effectively with the Army’s message resulting in qualified leads delivered to recruiters and improved performance with the following overarching measurements of willingness to seek more information; willingness to join; and willingness to recommend Army service. The principal target audiences in the Army marketing program are determined by the recruiting missions and include prospects of diverse demographics from all regions of the country. Targets include (approximate age range included):

High school students (juniors and seniors) and recent graduates (17-24 years of age) College students (two-year and four-year) and recent graduates (18-26 years of age) Members of the workforce who have not reached their 35th birthday at the time of accession Professionals such as doctors, dentists, nurses and other medical specialists, as well as lawyers and clergy including those in school and in the workforce Members of the general public who may influence the attitudes and decisions of the primary prospects identified above such as parents, other family members, high school counselors, teachers and coaches, clergy, etc.

Veterans (prior Army service)

The following marketing activities are currently utilized by the Army in its national and local recruiting marketing programs:

Media planning and purchases across all national and local channels, including but not limited to: (TV, Radio, Print, online display and video, Social, Mobile, Search and other digital communications platforms).

Creative and Content Development (National and Local) Production of creative/content (National and Local) Website Marketing (Goarmy.com website) Direct Marketing (Direct Mail and Email) and Customer Relationship Management (CRM) Event Marketing / Sponsorships Promotions Online/Digital Marketing (i.e., CPL, banners and engagement media) Social Media (i.e., You Tube, Twitter, Facebook, etc.)

Public Relations Mobile Marketing

Under this contract, all aspects of this requirement will be structured around performance outcomes, without unnecessarily specifying performance "how to” processes. The Army seeks to allow the agency to propose what it believes to be the "best value” manner of successfully achieving the specified end result.

1.3 Objectives: To accomplish the recruiting mission the marketing campaign must successfully:

Transform and change the mindset of the target audiences by educating prospects and influencers that the Army is the most engaged, versatile and technologically savvy of the military services.

Create strong Army Brand recognition and equity.

Showcase the depth, breadth and value of Army opportunities to all qualified individuals and their influencers.

Inspire internal and external audiences with the history and values of the Army as it leads the way to new technologies, new ways of thinking and new frontiers of national defense.

1.4 Scope: The United States Army requires a full range of professional marketing and advertising communications services in support of a nationwide marketing program for personnel acquisition and retention programs for the Office of the ASA (M&RA), Washington, D.C and the AMRG, Arlington, VA. These organizations constitute the requiring activities for the contract. The contractor shall provide a full range of services from the development of a tactical advertising strategy through the production of a wide-range of advertising formats (i.e., TV, digital, radio, print, internet, event marketing, direct marketing, social media, etc.).

1.5 General Information

1.5.1 Quality Control: Quality Control is the responsibility of the contractor. It is the prime contractor’s responsibility to manage all partners and subcontractors. The contractor is responsible for the delivery of quality services/supplies to the Government (see FAR 52.246-1, Contractor Inspection Requirements).

1.5.2 The Contractor shall develop, implement and maintain an effective Quality Control System which includes a written Quality Control Plan (QCP). The QCP shall implement standardized procedure/methodology for monitoring and documenting contract performance to ensure all contract requirements are met. The Contractors’ QCP must contain a systematic approach to monitor operations to ensure acceptable services/products are provided to the Government. The QCP, as a minimum, shall address continuous process improvement; procedures for scheduling, conducting and documentation of inspections; discrepancy identification and correction; corrective action procedures to include procedures for addressing Government discovered non-conformances; procedures for root cause analysis to identify the root cause and root cause corrective action to prevent re-occurrence of discrepancies;

procedures for trend analysis; procedures for collecting and addressing customer feedback/complaints. The contractor shall upon request provide to the Government their quality control documentation. Any changes shall be provided to the KO and COR at least seven work days prior to implementation. The contractor shall submit all QC reports/findings to the COR no later than five work days after the end of each month.

- The contractor shall submit changes to the QC plan to the KO within seven working days prior to implementation of proposed changes.

- At a minimum, the contractor shall develop quality control procedures that address the performance standards identified in this PWS. The contractors plan shall include, as a minimum, the following:

- An inspection system covering the services stated in the contract specifying areas to be inspected on a scheduled or unscheduled basis and the title of the individuals who will perform the inspections.

- A method of identifying deficiencies in the quality of service performed before the level of performance becomes unacceptable.

- A file of all inspections conducted by the contractor and any corrective action taken. The contractor shall make documentation available to the government throughout the term of the contract.

After government acceptance of the quality control plan the contractor…